For many Canadians, the invention of the grilled cheese sandwich might be the greatest thing since sliced bread.
Grilled cheese is so iconic there’s even a holiday to commemorate the dish.
In celebration of National Grilled Cheese Day, April 12, and Grilled Cheese Month throughout in April, Kraft Singles has launched a campaign to showcase the popularity of the sandwich.
Online, Kraft is encouraging shoppers to experiment with different flavours of Kraft Singles.
A cheeky series of YouTube videos invites customers to meet “tons of hot singles” and satisfy their cravings.
Accompanying videos include one for Sharp Cheddar Singles, where a voiceover notes “You’re looking for a good time, and I’m looking for a good time, so how about this: You make me melt, and I’ll return the favour. I promise the hotter it gets, the better.”
A video for Mozzarella Kraft Singles depicts the cheese as a “hot, Italian” single waiting to seduce shoppers at the nearest grocery store.
In-store, retailers are encouraged to cross-merchandise Kraft Singles alongside Kraft’s Heinz ketchup brand during the month of April. Header cards show a grilled cheese sandwich next to a dollop of ketchup with the tagline “Singles have met their match.”
Participating retailers are featuring this creative and the Kraft Singles products in their flyers.
The campaign is supported by research done by Angus Reid (commissioned by Kraft), that shows the nation’s love for grilled cheese.
Among the findings:
• On average, Canadians eat three grilled cheeses per month;
• 54% of Canadians were taught how to make a grilled cheese by parents;
• 36% of Canadians are purists and don’t like to add any other ingredients to their grilled cheese;
• 70% of Canadians have prepared a grilled cheese for a significant other;
• 22% of Canadians would go on a second date with someone who made them a grilled cheese.
This story originally appeared at CanadianGrocer.com.
